MIT Sloan Management Review· Marcus Collins. <p>Marcus Collins is a clinical assistant professor of marketing at the University of Michigan’s Ross School of Business and the author of <cite>For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be</cite> (PublicAffairs, 2023).</p>
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研究：B2B 采购决策被隐性影响者左右，品牌认知贡献可达 50%
How B2B Marketers Misunderstand Their Customers
AI 导读
密歇根大学 Ross 商学院教授 Marcus Collins 与 LinkedIn 的 Mimi Turner、Jann Schwarz 合作调研 750 名负责大型企业采购的高级 B2B 买家，其中 43% 为副总裁及以上级别，41% 来自员工超 1 万人、参与十亿美元级交易的组织。
来源：MIT Sloan Management Review · sloanreview.mit.edu